Saudi Arabia’s Public Investment Fund (PIF) has been named the most valuable and fastest-growing sovereign wealth fund (SWF) brand in the world for the second consecutive year, according to the 2025 edition of Brand Finance’s Asset Management and Sovereign Wealth Fund 50 report. The fund’s brand value surged by 11% year-on-year, reaching $1.2 billion, driven by strategic investments, global visibility, and strong governance.
PIF’s rise reflects its expanding influence across sectors—from high-profile sports sponsorships like LIV Golf and Formula E to transformative investments aligned with Saudi Arabia’s Vision 2030. The fund also ranked seventh globally in brand value-to-assets under management (AUM) ratio, making it the only SWF to feature in the top 10 of that category.
Meanwhile, the Abu Dhabi Investment Authority (ADIA) was recognised as the strongest SWF brand, earning a Brand Strength Index (BSI) score of 64.1 out of 100, narrowly edging out PIF’s score of 62.9. ADIA’s top ranking reflects its consistent performance in governance, long-term planning, and stakeholder trust.
David Haigh, CEO of Brand Finance, emphasised the growing importance of brand equity in global finance and said, “Brand Finance research finds that high-profile investments with a positive impact continue to build the brand values of asset managers and sovereign wealth funds.”
